Home / Legacy / US Airways / Tree / Pay / Files / Video
1990s: Rebranding, fleet modernization, and failed sell-off
In the early 1990s, USAir expanded its service to Europe with flights to London, Paris and Frankfurt from its four primary hubs. The company formed partnerships, marketing the Trump Shuttle as the "USAir Shuttle" and accepted a large investment from British Airways that started one of the first transatlantic alliances, which resulted in several 767 aircraft were painted in the British Airways livery, but operated by USAir.
In 1996, the alliance between USAir and British Airways ended in a court battle, once British Airways announced its intentions to partner with American Airlines.
On November 12, 1996, the airline announced that it would change its name to US Airways and introduce a new corporate identity in early 1997. The new logo, a stylized version of the Flag of the United States, would be adopted. The new branding was to be applied to terminals and ticket jackets. The airline planned to paint aircraft in deep blue and medium gray with red and white accent lines. It also invested in a new terminal at its hub in Pittsburgh.
That same year, the airline also introduced a single-class subsidiary service known as MetroJet, which competed with low-cost carriers expanding into the East, in particular Southwest Airlines. MetroJet operated Boeing 737-200 aircraft, the oldest aircraft in the fleet, and this allowed the aircraft to achieve the maximum utilization possible before being retired.
On November 6, 1996, immediately prior to the re-branding to US Airways, the airline placed an order for up to 400 Airbus A320-series narrow body aircraft, with 120 firm orders at the time of the order signing. At the time, the order was regarded as the largest bulk aircraft request in history. In 1998, the airline followed with an order for up to 30 Airbus A330-series wide-body aircraft, with an initial firm order for seven of the Airbus A330-300 airliners. These orders enabled US Airways to replace its older aircraft with newer, more efficient aircraft, and it helped with the re-branding and repositioning efforts of US Airways.[20]
In 1997, US Airways bought the remains of Trump Shuttle. US Airways also steadily expanded its flights to Europe through the end of the decade. Although the airline returned to profitability in the mid-1990s, its route network's concentration in the U.S. Northeast and high operating costs prompted calls for the company to merge with another airline.
